eurobodalla coast tourism networking forums tuesday 25 th may 2010 – narooma wednesday 26 th may...
TRANSCRIPT
Eurobodalla Coast Tourism
Networking Forums
Tuesday 25th May 2010 – NaroomaWednesday 26th May 2010 – Batemans
Bay
The Eurobodalla Team
John Pugsley – Tourism Manager
Catherine Reilly – Destination & Niche Marketing
Renée Kemp – Narooma Visitor Centre Manager
Lysanne Cameron – Batemans Bay Centre Manager
Kerrie-Anne Benton – Tourism & Marketing Administrator
Agenda for today
1. Tourism Insights
2. ECT Members Survey
3. Up coming promotions• Holiday Packages
• Community campaign
4. Marketing Tips
5. What do you want from Eurobodalla Tourism?
6. Q & A
How bad can it get?
Global Financial CrisisIncrease in mortgage interest ratesHousing prices upJob securityElections – Federal and StateIncrease in holiday leave accrualsHighly competitive holiday market• Saturation of cheap domestic airfares• Vast increase in low cost international holidays• Strength of Australian Dollar
Fewer ‘Leisure disposable’ dollar
Aus interstate holiday still well down...
Outbound travel up again
NSW Interstate Leisure demand
NSW Interstate demand
Aust Intrastate trips weaken
NSW Intrastate Leisure demand
Inbound trips kick - up
So what is happening in our backyard...?
1.2 million visitors
•Visitation down 9%
− Especially intrastate
− + day tripper
•Spending slump
$351 million expenditure
•Down 18%
Tourism jobs
•Down to 2350
Who are our best prospects?
Older age groups – 40+ including couples &families
Sydney is key to future - + ACT & Regional NSW
Lifestyle interests
•“Health & money to enjoy holidays is key to life”
•“Friends, cooking & home entertainment”
Holiday destination decision factors
•“Best offers & certain type of holiday I want”
•“Somewhere I really enjoy and return to”
Planning and booking
Planning 70% plan no more than 2 months out
Information source Been before number 1 Friends & relatives Internet Media – TV, newspapers etc..
Booking Web the most used by far Phone & in person
So how do our members feel...
The ECT Members Survey results
April 2010
Packages Promotion
July – December 201012 page colour brochure30 + packages120,000 + copies to be printedPackages bookable via www.eurobodalla.com.au Distribution via newspaper insert in Canberra, Illawarra,
Southern Sydney, Wagga WaggaMailed to databaseDistribution via South Coast VIC’sMassive advertising campaign in Canberra
Sydney and Regional NSW
Who is one of our greatest assets in the region?
The local community!
The community campaign
•To increase awareness of the holidays & leisure activities in the region•To increase participation•To entice locals to invite their friends & relatives•To drive businessWhen:•Quarter 3, 2010Offers:•Deals for locals & their friends & relatives to take holiday / get out there in Eurobodalla
What?
•Mail box drops – Brochures, offers, postcards etc
•Advertising – Co-operative etc...
•Media promotion
•Micro – website – ww.myeurobodalla.com.au
•Social media